Social promotion in former Soviet Union makes us better
Social promotion is not new in former Soviet Union as it can seem. Even during the years of Soviet Union social promotion took significant place in everyday life. All Russian citizens who lived in those years remember social booklets and TV spots where concepts of responsibility were declared. The following mottos were so much popular: “Save our nature, it’s our mpther”, “Matches are not toys for boys” etc. All those social advertisments were sponsored by SU government and made by official institutions. Nowadays everything has changed and we may find lots different social advertising which is supported by official government, non-commercial companies and private persons. Lots of money is spent every week on different social campaigns which are supported by strong media campaigns with video spots, social booklets, mottos etc.
A lot of international organizations work on the territory of Russian Federation and a great deal of social advertisments from different countries are available now in Russia. I am sure that it is really great as we have a unique opportunity to use best world experience in the field of social advertising as our own traditions in this sphere are very weak but we have lots of thoughts and creative PR specialists who can make all them visible. That’s why various competitions of social promotion are so popular now in former Soviet Union and many professional advertizing firms took an active part in such kind of events and if you enter RuTube you can look for many social spots created by the leading local companies but sometimes the visualization of social messages leaves much to be desired. Still there are quite a lot of interesting social videos on tobacco addiction and other problems. But of course, we should always remember about the following situation in Russian Federation and the main difficulties which the government has to sort out. One of such difficulties is demographic decrease as too many people die in Russia and they understand that they should stimulate families to give more births. As an example of social advertising which concentrated on demographic problems we can state on social posters which were placed in Moscow subway with a woman with three boys on her knees. This post is more uncertain rather than gives replys as there is no man on this poster and the woman looks not very happy.
I think that social advertising in former Soviet Union just starts its way and in the nearest future we will see lots of great examples of TV spots and social posters as well as complicated social campaigns.